Kayla Lethlean
Echuca
Summary
A results-driven CRM Trade Manager at Afterpay International, with expertise in campaign management and strategic planning. Proven ability to enhance campaign performance through A/B testing and data analysis. Proficient at cross-functional collaboration, optimising workflows, and delivering actionable insights that drive campaign success and learnings. Skilled in Asana and Tableau for effective campaign execution.
Overview
4
4
years of professional experience
Work History
CRM Trade Manager
Afterpay International
Melbourne
09.2024 - Current
- Aligning quarterly CRM channel strategy with other marketing channels, using trend analysis and data.
- Self initiative to address calendar gaps and bridge activities to adhere to frequency metrics.
- Completing comprehensive research and data analysis to support strategic planning and informed decision-making.
- Tier 1 Trade campaign lead for CRM Trade channel eg. Afterpay Day, Holiday
- Working with cross-functional teams (wider marketing team, compliance, product, engineering, and data science) across tiered campaigns and initiatives.
- Key stakeholder and campaign management on both owned channel campaigns and initiatives and key trade moments, simultaneously.
- Asana workflow management for all key campaign stages; creative reviews, production briefing, audience builds and QA process.
- Developing A/B tests (test and learns) and exploring personalisation levers to help inform and optimise future campaigns.
- Post campaign reporting, data extraction and analysis for distribution to wider team and documenting learnings.
Channel Marketing Specialist
Afterpay International
Melbourne
10.2022 - 09.2024
- Aligning quarterly CRM channel strategy with other marketing channels, using trend analysis and data.
- Working with cross-functional teams (wider marketing team, compliance, product, engineering, and data science) across tiered campaigns and initiatives.
- Key stakeholder and campaign management on both owned channel campaigns and initiatives and key trade moments, simultaneously.
- Asana workflow management for all key campaign stages; creative reviews, production briefing, audience builds and QA process.
- Effective time management to ensure various tasks and campaigns were completed on schedule and deadlines were met simultaneously.
- Campaign optimisation where required
- Post campaign reporting, data extraction and analysis for distribution to wider team and documenting learnings.
Onsite Marketing Assistant Executive
Afterpay
Melbourne
05.2021 - 10.2022
- Developing Shop strategy and content calendar with alignment from other owned channels and wider marketing team.
- Managing Shop directory from a marketing scope, including merchandising on web and in-app, landing page builds for CRM channel activity.
- Data analysis of key trade and CRM led campaigns to inform future briefs and campaign activity.
Education
BA Creative Arts Industries -
Victoria University - Footscray
Footscray, VIC2013
Cert III - Business/Administration
CVGT
Echuca, VIC2010
High School Diploma -
Echuca College
Echuca, VIC2009
Skills
- Campaign management
- Cross-functional collaboration
- Proficient in Builder, Asana, Iterable, Tableau, Thoughtspot, Google suite
- Experience in Movable Ink & Hightouch
- Workflow & stakeholder management
- Strategic planning
- A/B testing
- Post campaign reporting
References:
References available on request.
Timeline
CRM Trade Manager
Afterpay International
09.2024 - Current
Channel Marketing Specialist
Afterpay International
10.2022 - 09.2024
Onsite Marketing Assistant Executive
Afterpay
05.2021 - 10.2022
BA Creative Arts Industries -
Victoria University - Footscray
Cert III - Business/Administration
CVGT
High School Diploma -
Echuca College
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